Discurso, mercado e relações de exploração: a ofensiva ideológica do capital sobre a subjetividade do trabalho

Abstract

This study analyzes the workings of business discourse on the world of labour and its subjects and investigates, especially, the process of (re)signification of the contemporary labourer, from sayings expressed in the television attraction Emprego de A a Z. In order to apprehend the essence of the functioning of this discourse, it was fundamental to consider the dialectical relationship between language, history and ideology, betaking, to do so, studies of Discourse Analysis (AD) developed by Michel Pêcheux, with the necessary interlocution with the scientific and revolutionary tradition of the Historical Materialism of Marx, Engels, and Lukacs. Since AD is understood as an intersectional discipline (ORLANDI, 2015), AD understands that meaning does not exist by itself, but as a product of a socio-historical construction and thus is always subject to the effects of determining ideological positions at stake in the (contradictory) process of reproduction/transformation of the relations of production of a given society. In this sense, we investigate how business discourse about the contemporary labourer (re)produces the evidence of the exploitation of the workforce, tracing the profile of a "new" model of labourer, adequate to the current demands of production, from a discourse that exalts freedom, self-determination and competitiveness among individuals, coupled with the need for a greater engagement of the subjectivity of labour to the ideals of companies. We understand, therefore, that Emprego de A a Z worked as a privileged means of dissemination of sayings that are ideologically marked by dominant ideological formations, which need to constantly inculcate in laborers the naturalization of their workforce's condition to the labour market.